Neera To Be Promoted Through Star Hotels, Licenses For Microbreweries In Feb
Hyderabad: The state government is chalking out a plan to promote ‘neera’, the sap obtained from palmyra and palm trees, through star hotels, positioning it as a healthy energy drink and also providing sustainable livelihood for the toddy tappers community. The government also decided to issue new licenses to set up microbreweries across the state in February.
The government intends to go beyond private broadcasters, excise minister Jupally Krishna Rao said in an informal chat with media persons in the Parliament chambers on Friday. He said discussions will be held with representatives of star hotels to work on operational and commercial methods, including sourcing, storage and pricing, to ensure wider reach without compromising quality.
He stated that a ‘Neera cafe’ has been operating on PVNR Marg (Necklace Road) here since May 2023. This store offers packaged neera bottles stored under controlled temperatures and a range of value-added products such as jaggery and palm honey. Officials believe that branding neera as a health drink through reputed hotels will create new markets and strengthen the palm economy.
In parallel, the excise department received 106 applications to set up microbreweries after the policy was rolled out across the state. Of these, 99 applications came from Telangana Core Urban Region (up to ORR limits). Karimnagar and Khammam received two applications each, while Kothagudem, Mahabubnagar and Warangal received one application each.
Microbrewery units are permitted within the municipal corporation limits and can be set up in licensed hotels and restaurants such as 2B bars, elite bars, C1 clubs and TD-1 and TD-2 categories. The excise department had invited applications with a stipulated fee of ₹ 1 lakh. Around 18 microbrewery units are operating within GHMC limits and the government aims to expand their presence across the state in an orderly manner.
The Minister said that after the applications are reviewed, licenses are expected to be issued in February and successful applicants will be given a period of six months to establish their units. He added that both initiatives reflect the government’s attempt to balance traditional livelihoods with modern hospitality-led growth.
